對(duì)于現(xiàn)代人來(lái)說(shuō),在我們的日常生活中,廣告幾乎是無(wú)所不在的,它已經(jīng)成為了我們生活的一部分。廣告是一種特殊的語(yǔ)言交際,它是廣告商和消費(fèi)者之間的一種有目的的交際形式。廣告的目的是引起消費(fèi)者對(duì)某種信息或觀念的關(guān)注,并勸服消費(fèi)者采取行動(dòng),是要引起廣告商和消費(fèi)者之間的一種互動(dòng)。近些年來(lái),很多國(guó)內(nèi)外學(xué)者對(duì)廣告語(yǔ)進(jìn)行了多角度的研究。20世紀(jì)80年代,法國(guó)學(xué)者Sperber和英國(guó)學(xué)者Wilson提出了關(guān)聯(lián)理論(Relevance Theory),這一理論是以合作原則為基礎(chǔ)的,對(duì)合作原則中的關(guān)系準(zhǔn)則進(jìn)行了研究和發(fā)展。 根據(jù)Sperber和Wilson所提出的關(guān)聯(lián)理論,語(yǔ)言交際是一種明示—推理的過(guò)程。由于廣告是一種特殊的語(yǔ)言交際,其目的是向廣告受眾傳遞某種信息并讓消費(fèi)者明白其表達(dá)的意圖,所以,廣告交際也是一種明示—推理交際。廣告交際這一過(guò)程,對(duì)于廣告商來(lái)說(shuō),是一個(gè)明示的過(guò)程；而對(duì)于廣大的消費(fèi)者來(lái)說(shuō),這是一個(gè)推理的過(guò)程。 正如上面所提到的,廣告已經(jīng)成為了我們生活的一部分,這些廣告有商業(yè)廣告,有公益廣告,有的是成功的廣告,有的是失敗的廣告,而商業(yè)廣告中更有欺詐性的廣告。本文以關(guān)聯(lián)理論為理論基礎(chǔ),對(duì)商業(yè)廣告以及公...

【文章頁(yè)數(shù)】：57 頁(yè)

【學(xué)位級(jí)別】：碩士

【文章目錄】：
摘要
Abstract
Chapter One Introduction
    1.1 Background of the Study
    1.2 Significance of the Study
    1.3 Structure of the Study
Chapter Two Literature Review
    2.1 Advertising
        2.1.1 The Definitions of Advertising
        2.1.2 The Functions of Advertising
            2.1.2.1 The Functions of Commercial Advertising
            2.1.2.2 The Functions of Public Service Advertising
        2.1.3 The Rhetorical Features of Advertising Language
    2.2 Some Approaches to Advertising
        2.2.1 Semiotic Approach
        2.2.2 Stylistic Approach
        2.2.3 Discourse Approach
        2.2.4 Pragmatic Approach
            2.2.4.1 Grice's Cooperative Principle and Maxims
            2.2.4.2 Sperber and Wilson's Relevance Theory
        2.2.5 Sociolinguistic Approach
    2.3 Summary
Chapter Three Relevance Theory
    3.1 Ostensive-Inferential Communication
        3.1.1 Communicator's Ostension and Addressee's Inference
        3.1.2 Cognitive Environment and Mutual Manifestation
            3.1.2.1 Cognitive Environment
            3.1.2.2 Mutual Manifestation
    3.2 Context
    3.3 Relevance,Contextual Effect and Processing Effort
        3.3.1 Relevance
        3.3.2 Contextual Effect
        3.3.3 Processing Effort
    3.4 Principle of Relevance and Optimal Relevance
        3.4.1 Principle of Relevance
        3.4.2 Optimal Relevance
        3.4.3 Consequences of the Presumption of Optimal Relevance
            3.4.3.1 The First Satisfactory Interpretation Is the Only Satisfactory One
            3.4.3.2 Extra Processing Effort Demanded Should Be Offset by Extra(or Different) Effects
    3.5 Summary
Chapter Four An Analysis of the Truth and Lies,Creativity andFailure in Advertisement Based on the Relevance Theory
    4.1 An Analysis of Commercial Advertising Based on Relevance Theory
        4.1.1 Relevance Theory Accounting for the Creativity in Some Advertisements with Some Figures of Speech
            4.1.1.1 Puns
            4.1.1.2 Personification
        4.1.2 Relevance Theory Accounting for the Failure in Commercial Advertisements
        4.1.3 Relevance Theory Accounting for the Truth and Lies in Commercial Advertisements
            4.1.3.1 Relevance Theory Accounting for the Truth in Commercial Advertisements
            4.1.3.2 Relevance Theory Accounting for the Lies in Commercial Advertisements
    4.2 An Analysis of Public Service Advertisements Based onRelevance Theory
        4.2.1 An Analysis of the Creativity in Charity Public Service Advertisement on the Basis of Relevance Theory
            4.2.1.1 Pun
            4.2.1.2 Contrast
            4.2.1.3 Personification
        4.2.2 An Analysis of the Creativity Enterprise Public Service Advertisement on the Basis of Relevance Theory
    4.3 A Comparison between Commercial Advertisement and Public Service Advertisement
        4.3.1 Similarities
        4.3.2 Differences
    4.4 Summary
Chapter Five Conclusions
    5.1 Principal Findings of the Thesis
    5.2 Limitations
    5.3 Suggestions for Further Research
Bibliography
Appendix
Acknowledgements



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